Best B2b Online Campaign

Panasonic’s primary target is the Chief Technology Officer in organizations that build things – automobiles, stadiums, smart cities, etc. While 95% of Panasonic’s business in North America came from B2B in 2016, only 1 in 5 B2B decision makers were certain Panasonic participated in this market. Our research showed CTOs associated Panasonic with consumer versus B2B, with products versus strategic solutions.

A new narrative and campaign was needed to fully transform the brand. Extensive research and testing led to the platform Technologies That Move Us, which repositioned Panasonic North America as the bold partner businesses wanted. We also developed detailed buyer personas and customer journeys, uncovering key motivators and information consumption behaviors that guided our media/marketing plans.

In a compressed timeframe, we created an expansive digital and social media ad campaign testing many tactics and formats, from programmatic video to Facebook Carousel. Video stories organized Panasonic’s array of products and services into four integrated solutions, showing how its innovation was changing the world today. These video ads successfully drove to a new campaign site, which engaged users with high-level content. Downloadable eBooks on site prompted users to take an action, moving them through the sales funnel.

Results after only three full months in market:

• 67% increase in awareness of Panasonic in B2B markets
• 29% increase in awareness of Panasonic as integrated solutions provider
• 32% increase in intent to purchase B2B solutions
• 69% increase in site traffic to business website
• 2,000 hours of videos viewed daily
• 4,500+ solution and industry e-book downloads

Contributors:

Chief Marketing Officer:	Lauren Sallata

PAPPAS MACDONNELL, INC.

Location: United States